CGU promises to 'See it through'

CGU promises to 'See it through'

The CGU Insurance brand has received a refresh with a national advertising campaign by cummins&partners which builds on the new brand promise to ‘See it Through’.

The campaign, which launched on April 5, mimics reality television as its surprises one unsuspecting small business owner.

The first ad features Max Cunningham, the owner of Marion Bay Oysters in Tasmania. Cunningham survived the January 2013 Dunalley bushfires, luckily he had home, contents and business insurance.

His story will play out over the next 10 weeks.

The campaign is designed to inform small business owners what the ‘See it Through’ promise means to them. Campaign activities include a TV, radio, print, sponsorship of Collingwood Football club, digital, DM and social media.

It also features a revitalised CGU brand which has stepped back from the colour blue to embrace green. The move is designed to communicate CGU as “different, distinctive and fresh” and to reflect “warmth and positivity”.

Chris Jackson, national manager CGU brand and corporate communications, said: “We’ve been working with cummins&partners to develop a compelling translation of who we are and what we do as an organisation. Our new brand promise See It Through brings to life the idea of giving people certainty; it also genuinely reflects our commitment to be there for our customers and partners when it matters most.”

Sean Cummins, chief executive officer cummins&partners, said: "Our role on brands is to create enduring platforms that change behaviour. We have a moving and affirming idea that comes out of the truth of the CGU brand which will last for years."

The new campaign will run through to June.

CREDITS: Client: CGU Insurance Creative Agency: cummins&partners Production: Glue Society

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